The Global Sustainable Tourism Council (GSTC) congratulates Cooperative JOO-IN, a locally rooted tour operator based in Buyeo, South Chungcheong Province, which has become the first Korean local Tour Operator brand to achieve GSTC Tour Operator Certification.
The certification was officially approved on December 26, 2025, following a one-year independent assessment conducted by Control Union Korea, a GSTC-accredited certification body (ACB). A formal GSTC Certification Ceremony was held on the 2nd of February 2026 at Control Union Korea to acknowledge this achievement.
Cooperative owner and CEO Jae-Jeong Noh said, “Becoming the first Korean Local Tour Operator GSTC-certified travel agency in Korea is proof that the values of regional coexistence that we have pursued are in line with global standards.” He added, “Going forward, we will follow the GSTC guidelines to protect the cultural authenticity of the Buyeo region and prioritize utilizing local supply chains to present ‘real travel’ that provides real benefits to local residents.”
GSTC Certification* has been regarded as the most trusted benchmark for sustainability and excellence in the travel and tourism industry worldwide. With the GSTC certification, tourism businesses can demonstrate their commitment to sustainable tourism through a credible, impartial, and rigorous assessment.
Cooperative JOO-IN plans to further advance its sustainability journey by strengthening the local economy through community-based tourism initiatives and locally produced souvenirs, expanding carbon-neutral travel offerings, embedding responsible practices as a core long-term business strategy, and accelerating the development of a resident-led sustainable tourism ecosystem.
More information on how to become certified as a Sustainable Tour Operator can be found here.
*Note: The term “GSTC Certification” is a shorthand for “Certified by a Certification Body that is GSTC-accredited.”
[Image: From left, cooperative owner Noh Jae-jeong, chairman of the board, and Control Union APAC general manager Dirk Teichert. / Provided by cooperative owner
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